# #201 - Sales Operations 101 with So Good So You and SPS Commerce

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-17
- Length: 49m
- Episode: 163
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-17-201-sales-operations-101-with-so-good-so-you-and-sps-commerce
- Listen: https://share.transistor.fm/s/e5ca7c98

## Summary

Alicia Nelson, Sales and Customer Operations Manager at So Good So You, and Emily Curran from SPS Commerce discuss the critical role of sales operations in scaling a CPG brand. They detail the daily execution of orders, the importance of cross-functional collaboration via their 'SWAPs' team, and the technical workflow using Fishbowl and SPS Commerce EDI to automate order fulfillment. The conversation highlights the balance between automation and human relationship-building with retailers like UNFI and KeHE, as well as the specific KPIs used to drive growth.

## Outline

1. Introduction and Guest Backgrounds
2. So Good So You Product History and Evolution
3. Daily Sales Ops Workflow and SWAPs Team
4. EDI, Fishbowl, and Order Fulfillment Systems
5. The Importance of Human Relationships and Networking
6. Sales KPIs and Accountability Metrics
7. Advice on EDI Adoption and Scaling

## Topics

- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

companies scaling up

## Mentioned

- So Good So You (company)
- SPS Commerce (company)
- Fishbowl (tool)
- UNFI (company)
- KeHE (company)
- Daybreak (company)

## Related episodes from other shows

- [076: Warehousing, Fulfillment, and Shipping to Customers](https://hardwarepodcasts.com/podcast/product-startup/2021-05-19-076-warehousing-fulfillment-and-shipping-to-customers) (Product Startup)
- [Advice Line: Playing to Your Strengths](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-09-04-advice-line-playing-to-your-strengths) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Ep. 36 - Keeping Up With Orders](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-01-24-ep-36-keeping-up-with-orders) (Open Hardware Manufacturing Podcast)

## Citing this page

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